Glamour magazine has set up shoppable wall in the Meatpacking District, where consumers can scan a 2-D barcode with their phones to buy items and have them sent for home delivery. Officially named the Glamour Apothecary Store, it is powered by C.O. Bigelow and stocks a variety of beauty products from Unilever, Johnson & Johnson, John Frieda, Versace, and more.
This virtual store concept was inspired by U.K. chain Tesco’s virtual supermarket in a South Korea subway station last summer and Procter & Gamble’s in Prague last fall.
Though these consumer good retailers are continually trying to find innovative ways to make shopping faster and easier for their customers, does it translate well to a women’s magazine and with nonessential, and arguably more enjoyable to shop for, beauty products? It makes sense for shoppers to be able to complete chores like grocery shopping while waiting for their daily train, but would you make a trip to the Meatpacking District just for the novelty of shopping from your phone when you could take the time to actually experience the product in a store or save the effort completely and shop online?
Either way, the idea is pretty cool; the store-wall is located across from the Standard Hotel and open until Tuesday, February 21st if you want to check it out for yourself.